VIDEOCONFERENCINGVIDEOCONFERENCING
VIDEOCONFERENCING
ManufacturingMarketing
ManufacturingMarketing
RESOURCES FOR GOOD VIDEO CALLS
RESOURCES FOR GOOD VIDEO CALLS
MADE IN USAGUIDE
MADE IN USAGUIDE
SHOULD YOU HAVE A CHATBOT?
SHOULD YOU HAVE A CHATBOT?
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GROWING YOUR BUSINESSGROWING YOUR BUSINESSGROWING YOUR BUSINESS GROWING YOUR BUSINESS
COVER:
With more people working from home, many have turned to video conferencing to conduct face-to-face meetings with colleagues and customers.
FROM THE EDITOR | April 2020 | Issue 43
1 | MANUFACTURING MARKETING
A challenge can always be reframed as an opportunity.
ManufacturingMarketingIssue 43
VIDEOCONFERENCINGVIDEOCONFERENCING
VIDEOCONFERENCING
ManufacturingMarketing
ManufacturingMarketing
RESOURCES FOR GOOD VIDEO CALLS
RESOURCES FOR GOOD VIDEO CALLS
MADE IN USAGUIDE
MADE IN USAGUIDE
SHOULD YOU HAVE A CHATBOT?
SHOULD YOU HAVE A CHATBOT?
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How Your Brand and Business is Perceived During Video Conferences How Your Brand and Business is Perceived During Video Conferences
GROWING YOUR BUSINESSGROWING YOUR BUSINESSGROWING YOUR BUSINESS GROWING YOUR BUSINESS
Editor Dianna [email protected] Rachel [email protected]
Contact Manufacturing MarketingManufacturing Marketing is published monthly by Huff Industrial Marketing and cre8d design. ISSN 2641-0214 (online).37 Plaistow Road, Unit 7-245Plaistow, NH 03865(603) [email protected]
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This highly practical issue will help you improve your brand and your marketing through the use of tools such as video conferencing and chatbots.
Social distancing and teams working from home mean lots more video conferencing. While you may already be using Zoom or Microsoft Teams, have you given any consideration to what your conference room looks like from the other side of the camera? We have tips for sprucing up your room and your brand image.
The use of chatbots has been steadily increasing. If you’ve considered using one, first watch Andrew Davis’ four-part Chatbot Theater video series. In these hilarious videos, he has two improv actors reenact actual chatbot conversations gone bad – and provides solid tips on how you can prevent these mistakes from happening to you.
We also introduce you to Michael Ruggerio, the founder of Mr. USA, a website geared toward reselling products Made in the USA.
The next issue of Manufacturing Marketing will arrive at your inbox May 12, 2020.
– Dianna Huff, Editor and Rachel Cunliffe, Designer
How Clients and Colleagues Perceive Your Brand During a Video ConferenceBy Dianna Huff
BUILDING YOUR BRAND
2 | MANUFACTURING MARKETING
With more people now working from home, many have turned to video conferencing apps (Zoom, WebEx, and Microsoft Teams) to conduct face-to-face meetings with colleagues and customers.
Although video conferencing has been in use since the mid-1990s, the technology still has plenty of pitfalls and social faux pas for the uninitiated.
For tips on conducting great one-to-one video calls, Anna Runkle’s video, “How to Look Professional on Zoom” is a
must-watch. But what about video
conference calls – the ones that take place in a conference room with multiple people? Smaller manufacturers need to consider what their conference rooms look like from the other side of the camera.
A REFLECTION OF YOUR BRAND AND BUSINESS
All of us are blind to how our work (and living) spaces look from an outsider’s perspective. Clutter tends to build up over
IN BRIEF
• Keep it made in the USA. Cabinet manufacturing coalition wins massive trade case. Learn more
• Challenge: Create 50,000 face masks. Group of US textile companies are on it! Read
• From the Onion: Nation close to getting video conferencing software to work. View
• Cloud-to-robot laser cutting services. Ponoko makes custom parts. Very cool! Learn
• Marketoonist always spot on. How not to communicate during COVID-19. Read
• FTC enforces “Made in USA” labeling. Williams Sonoma fined $1M. Read
To the camera, visual clutter is similar to complex patterns and should be avoided. Photo © Logitech Video Conferencing guide
BUILDING YOUR BRAND
3 | MANUFACTURING MARKETING
time, we find workarounds for things that don’t work properly (versus replacing them), and decor becomes dated and dusty.
For someone viewing your room from a narrow-angle camera view, items that you no longer “see” can have a negative impact on how your business is perceived. And remember, perception is reality.
When designing the video space for your conference room, consider the following tips.
GOOD LIGHTING IS KEY
Poor lighting can leave people in shadow, making it difficult for remote people to see faces.
Another mistake is to hang the video display or projection screen beneath a fluorescent lighting fixture. The fixture washes out the screen and the glare makes it difficult for people in the room to see the screen.
Consider the light coming
in from windows. While natural light is wonderful, it can cause glare, leave people in shadow, etc.
When setting up your video display, do a test run with team members from their homes to ensure each of you can see one another. Adjust blinds, dim or enhance lighting, etc.
INVEST IN MULTIPLE HIGH-QUALITY MICROPHONES
One problem with audio and video conference calls is that you often can’t hear one or more people – either because someone is soft-spoken or because the table doesn’t have enough microphones.
How many room microphones you need depends on the size and type of your conference room and the type of microphones used. For example, a corporate board room table may require dedicated microphones for each seat location, whereas a typical conference room might only need two or three table mics.
With audio being the most important aspect of any conference call, it pays to consult with a qualified audio expert for the best solution.
DECLUTTER AND CLEAN
Remove junk from the conference table and ensure it’s clean. Hide or tidy visible cables.
If you have a beautiful wood table, give it a good shine with
furniture polish (after sanitizing it, of course!).
Replace broken blinds or shades. Chairs should be in great condition and ideally, all should match.
Remove anything that isn’t necessary – clutter, boxes of schwag from old tradeshows, etc.
Make sure the whiteboard is clean and doesn’t include notes from previous meetings.
ADD FLAIR TO YOUR DECOR
While you may not be working in a downtown high-rise, your conference room can still convey style and energy.
Look down the length of your room from the camera’s perspective. What will remote people see as they gaze into your room? Yes, the back wall!
This wall should have something impactful, such as a mural or your company’s logo. You could also have enlarged photos of production folks
Remove clutter and phones from the conference table
Poor lighting can detract from a good conference call.
BUILDING YOUR BRAND
4 | MANUFACTURING MARKETING
making your product. Clocks showing different
time zones imply that your business is global. Or, use text or a visual landmark to identify where your business is located.
If your room has large internal windows or glass walls, you could have your logo added to them, a map of the world, or some other relevant imagery.
PRACTICE GOOD VIDEO (AND MEETING) ETIQUETTE
With the rise of personal devices, behavior at in-person meetings has devolved into people being distracted and not paying attention.
Laptops and phones send out pings as new emails and texts come in. Meeting attendees gaze at their devices rather than giving full attention to the speaker. Some even take
calls in the middle of the meeting! (“Excuse me, this call is important.” Errr, so is the meeting!)
With this lack of attention comes other behaviors: Yawning without covering the mouth, scratching, looking bored, interrupting others, etc.
To create a first-rate impression with customers and prospects, keep all devices on silent. While people may need to use laptops, ask that phones be kept in pockets or bags.
Go over proper etiquette with your team. You don’t have to be stiff and formal, but you do want everyone to exhibit behaviors that reflect well on your company and brand.
Video conferencing is here to stay. Make the most of this tool by using it to its full potential.
RESOURCES
• Microsoft Teams – Try a free subscription during the COVID-19 crisis.
• Eliminate the nostril cam – Tips on how to present yourself professionally on Zoom.
• Zoom tip – Add a background to your profile.
• Professional video calls from home – Great tips from Wirecutter.
• Business wall murals – Impress clients, transform your conference room. Learn more
• Conference call BINGO – For fun after a call. See the chart
Video conferencing is here to stay.
QUESTION OF THE WEEK
5 | MANUFACTURING MARKETING
Get ready for the coming manufacturing & reshoring boom
COVID-19 has made more people aware that many of the products we use aren’t made in the USA.
Businesses and consumers are now looking for companies that make things in the U.S because they want or need to:
• Shore up interrupted supply chains and/or create redundancy
• Support American manufacturing
• Enjoy higher quality products made by American workers
Now is the time to prepare for the coming boom. Whether you need a modern website that attracts buyers and job seekers or a Google Ads program for generating leads, we can help.
Boutique Team Integrated Services Industrial Expertise
603-382-8093
“Should we have a chatbot?”
According to industry research (from a chatbot provider), over 80% of businesses will integrate some form of chatbot into their businesses by 2020.
What is a chatbot? It’s a computer program that simulates and processes human conversation, either written or spoken, allowing humans to interact with digital devices as if they were communicating with a real person.
They can also save businesses up to 30% in customer support costs!
So, what could go wrong, right? Apparently, quite a bit! If you’ve been considering a chatbot for your website, we recommend you watch Andrew Davis’ four-part Chatbot Marketing video series first.
In this series, Andrew had two improv actors reenact actual conversations he had with various company chatbots – including one from a company that provides chatbot technology (ha!).
The result makes for some funny conversations (and acting) . . . as well as serious tips from Andrew on how companies can improve their chatbots. You’ll gain some food for thought on whether chatbot technology is right for your company.
Clients’ Corner NEW HIGHLIGHTING OUR CLIENTS’ ACHIEVEMENTS, MARKETING, AND NEWS
ABBY INDUSTRIAL
Tom Stanek shared his ideas on how the COVID-19 response will usher in much needed change to industrial construction sites. Learn more
APPLI-TEC
The supplier of speciality adhesives, introduced the company’s Potting and Encapsulation service. The company provides a turnkey service while helping manufacturers lower costs. Learn more
URETHANE INNOVATORS
The company introduced its capability for producing urethane wheels for robotic and automated conveyor systems. Learn more
NIST
The government organization that oversees the Manufacturing Extension Partnership (MEP) program delivered a webinar to its members, in conjunction with Huff Industrial Marketing: How to Use Website Content Marketing to Generate Leads.
MADE IN USA
7 | MANUFACTURING MARKETING
Mr. USA
The COVID-19 pandemic has made more people aware that many of the products we use and rely on aren’t made in the USA. I’m seeing more social media posts from people asking for help finding products made stateside.
Michael Ruggiero was one such person. In 2016, he tried to find his father an American flag made in the USA. After extensive searching, he realized it wasn’t that easy.
After three years of research and planning, Ruggiero established Mr. USA (mrrusa.com), a website dedicated to promoting and selling only items made in the U.S. While still in the early start-up stage, Ruggiero now offers clothing, pet, toys, and outdoor items.
Give it a view and let Ruggiero know what you think. Personally, I think it’s fantastic that people like him are doing whatever they can to promote American manufacturing.
– Dianna Huff
Mr. USA CEO Michael Ruggiero
ManufacturingMarketing
ManufacturingMarketing
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GROWING YOUR BUSINESS GROWING YOUR BUSINESS
WHAT MAKES FOR GREAT CONTENT?
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Catch up on recent issues:
ADVERTISING
Showcase your product or service to manufacturers with an ad in Manufacturing Marketing.
AUDIENCE: Small and mid-sized US manufacturers
WHO SHOULD ADVERTISE: Manufacturers, consultants, software providers
ADVERTISING REQUESTS: [email protected]
GO HIGH QUALITY GO HIGH QUALITY
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POWER INTO 2020POWER INTO 2020 POWER INTO 2020
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WOMENOF MANUFACTURING
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NEW COLUMN: CLIENTS’ CORNER
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WOMEN-OWNED+ MADE IN USA
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MAKING WOMEN FEEL WELCOME
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GROWING YOUR BUSINESSGROWING YOUR BUSINESSGROWING YOUR BUSINESS GROWING YOUR BUSINESS
